1 Tendencias JorgeSarasqueta

www.innovadatabase.
com
Health & Wellness Trends 2011
Presented by: Mr. Jorge F. Sarasqueta
Director - Latin America
jorge@innovami.com
Innova Market Insights

www.innovadatabase.com
Presentation overview
Trend 1: “Proven” the new buzzword

Trend 2: Return to softer claims
Trend 3: New Relaxation Paradigm
Trend 4: Fruit & Veg Revival
Trend 5: Joint Health Boosters Trend
Trend 6: Strengthening Immunity
Trend 7: Alternative Protein Sources
Trend 8: Healthy Mind, Healthy BodyTrend
Trend 9: Fiber Triumphs on Gut Feeling
Trend 10: Out of the Box Weight Loss
Trend 1:
“Proven” the new buzzword
Product launches claiming “Proven”
Dairy stands
out for
scientifically/
clinically
proven claims.
Colombia: Alpina
Finesse Diet Yogurt
with Muesli
Limited edition.
Probiotics. 0% fat. Low
cholesterol. Organic.
Low calorie
“Scientifically Proven...”
Danone Danacol Low Fat Fermented Milk

Drink with Red Fruits
Wrigley's Extra Ice White Chewing Gum
Brlgium: Milk Drink with Red Fruits
Sugar free. Helps keep teeth clean in a way you Danacol lowers your cholesterol with plant
can feel. Scientifically proven to help remove sterols. 0% added sugars. Plant sterols
stains and maintain teeth's natural whiteness. efficacy, scientifically proven. One bottle
contains 41Kcal (2% of the GDA).
‘Clinically Tested’
Good Belly Splash Probiotic Juice Drink with Pomegranate Blackberry Flavor
USA: Organic Probiotic juice drink, a new kind of drink that's light and refreshing and packed with
powerful probiotics to help you support your core digestive health and immune system all day long.
Clinically Proven
Changing Regulatory System
The global change on the regulatory system will force many products to drop health
claims from the labels and advertisements. Approved ingredients will be added to
claim for a specific health benefit.
EFSA Accepted Opinion (Dec Recent EFSA Approval (2011)
10): foods providing 3g of oat Few products on the market
beta-glucan per day can bear relating beta-carotene to immune
the health claim: health benefits in Europe.
“Oat beta-glucan has been
shown to lower/reduce blood Beta carotene and
cholesterol. Blood cholesterol protection of DNA, proteins
lowering may reduce the risk of and maintenance of the
heart disease.” normal function of the
immune system
Applicant: CreaNutrition AG
Launched in the USA, claim:
Claim: Super juice with Excellent source of protective
added oat beta glucan to antioxidant vitamin A (from
help lower cholesterol. Rich beta-carotene) to help support
in vitamin C. 2 of your 5-a- a healthy immune system.
day. Suitable for vegetarians
Promoting ingredients on pack
EFSA: Accepted/ Appoved Ingredients (extract)
EFSA: Accepted Ingredients
Scientifically Activated Charcoal Folate Pectins
proven ALA Glucomannan Phosphorus
Animal protein Guar Gum Plant Sterol/Stanol
beta carotene HPMC Polyphenols - Olive
Beta Glucan Iodine Potassium
Betaine Iron Protein
Biotin Lactase Enzyme Resistant Starch
Caffeine Lactulose Riboflavin
Calcium L-arginine Selenium
Calcium & Vitamin D Linolenic acid Thiamine
Carbamide Live yoghurt culture Vitamin A
Chloride Magnesium Vitamin B12
Choline Manganese Vitamin B6
Chromium Melatonin Vitamin C
Copper Molybdenum Vitamin D
DHA MUFA/PUFA Vitamin E
DHA & ARA Niacin Walnuts
Crunchy wholegrain cereals with nuts, Water Soluble Tomato

EPA & DHA Oat Beta glucan Concentrate
made with beta-glucan (EFSA approved)
EPA & DHA & DPA Oleic Acid Wheat Bran Fibre
from oat bran which helps control
Pantothenic acid
cholesterol and takes care of the heart Fluoride
Proven is an opportunity
Claim Approved:
Fresh Cheese & Bone Growth
Approved
– Unilever: linking diet &

health (with TNO)
– Nestle: targeting food +

pharma opportunities
Portugal, Relaunch, Jan 2010:
– PepsiCo: new Global Enriched with calcium + vitamin D
formula. Helps the growth of strong
Nutrition Group bones. Low fat
Helps maintaining a healthy cardiovascular system
Fruitflow helps maintain a healthy cardiovascular system by

keeping platelets smooth and reducing platelet aggregation. A
natural and safe ingredient, Fruitflow does not disrupt the blood
clotting process required following injury.
Trend 2:
Return to softer claims
The return to softer claims
A cloud of uncertainty hovering over health claims has resulted in a fall in numbers of
food and drinks products launched on an “active health” [food plus] platform, despite
of growth in “passive health” [food minus] launches.
Passive Health
Claims Increasing
0% trans fat. 25% less sodium. 70%

less saturated fat. Gluten free.
Wellness Food
Odwalla Wellness Fruit Juice Drink Blend with

Orange Honey Passion Flavor
Bio Planet organic steak.
United Kingdom Orange honey passion flavored
Belgium: Wellness food rich in Omega-3. 0% soy,
wellness fruit juice blend, with vitamins and zinc.
Ingredients: Water, rapeseed oil*, wheat starch*,
In each serving of Wellness you will find a 44mg
corn glucose*, red and green pepper*, corn, egg
helping of echinacea, as well as 250% DV of
white*, guar gum, wheat bran*, sesame seed*,
antioxidant vitamin C per serving. Excellent
sunflower seeds*, sea salt, spices*; *of organic
source of zinc. No GMO.
culture.
14
“Free from….” for people with food allergies
More passive health claims and “free-from” items have been launched recently.
Retailers are responding to increasing consumer demands and growing needs for
these products.
Sainsbury’s Freefrom range The Netherlands: Billy's Farm Organic Multi-grain

Cookies
Range of products, free-from wheat, gluten
and/or dairy. No artificial flavors. Free from soy, lupine, peanut,
UK: egg and milk (lactose). Made with organically grown
ingredients. Suitable for vegans.
Sodium reduction movements
Product launches claiming salt reduction are increasing primarily due to the global
salt reduction programs in response to pressure from governments and consumer
groups.
Knorr Quick
Vitalie No
Added Salt
Pumpkin Soup
France: Herta Allumettes Fumees Au Bois

De Hetre -25% De Sel: Low Salt Smoked
Bacon Pieces
25% less salt premium smoked bacon

pieces.
Trend 3:
New relaxation paradigm
Still on trend: products promoted relaxation or sleep
Innova Market Insights tracked 383 new products in 2010 featuring the word
“sleep,” down slightly from the 424 tracked in 2009, but still far ahead of the circa
130 tracked in 2007 and 2008. The US accounted for the lion’s share of launches.
Celestial Seasonings Sleepytime

Extra Herbal Supplement
Tea a “cool” premium experience to partake in
• Tea is taking on a relaxation mantle in some instances, with the number of tea
launches rising strongly in the year to September 2010 and about 5% of them
featuring the word “relax.”
• Tea products are also using herbs and even botanical inclusions that contain the
right nutrients to encourage relaxation and a good night’s sleep.
The Relaxing Tea is a delectable tribute UK: Twinings A

to traditional Kava, perfect for stressful Moment Of Calm
times or when you just feel like sitting Selection 25 Tea
back and enjoying life. Bags
A range of
USA: The Relaxing Tea is a calming infusions
blend of all-natural tea and legendary blended with
Kava root, native to the islands of the relaxation in
South Pacific. mind.
Zero-calorie Drinks for Sleep and Relaxation
Melatonin is an antioxidant known for regulating the body clock. It is produced in
the human brain and plays a role in sleep & ageing. Millions of people have sleep
disorders and often they are using products or supplement containing melatonin to
fight against this discomfort.
USA: Dream Water : Kiwi and Plum USA: Tranquila Original Relaxation Shot:
Green Tea Lemon
Dream Water, a rest and relaxation beverage from
Sarpes Beverages. It has zero calories and features a For daytime it helps reduces anxiety, improves
proprietary formula of time-tested, all-natural active mood, and boosts immune system. Contains no
ingredients to help consumers relax and fall asleep, sugar, carbohydrates or calories. Featuring a
including GABA (Gamma-Aminobutyric Acid) to help refreshing green tea/lemon flavor each shot is a
one relax, Melatonin to help induce sleep, and 5-htp soothing blend of herbal extracts, natural flavors
(Tryptophan) to help improve the quality of sleep. and vitamins.
Move over coffee – Time for tea
While the use of coffee as a flavor exploded during the last decade, it could be the
turn of its traditional competitor to surge.
IFE London 2011: Ayurvedic Young

and Fun Herbal green tea Infusion
Enjoying the moment
Wellbeing and enjoinment don’t have to be always linked to healthy products or
health issues. It contributes to overall wellbeing as a kind of anti-stress.
Norway
Spain
UK: Unearthed Chorizo in Mojo

Pepper Sauce. Tapas, simply cook
and serve. Chorizo is prepared with
108g of pork per 100g of product Ireland
Trend 4:
Fruit & Veg Revival
Incorporating vegetables
Incorporating vegetables into products for a healthier meal.
Canada: Prime seasoned chicken

breast fillets with roasted red
peppers, goat cheese, and basil
Whole fruit for nutrition
• Novel Coca-Cola process unlocked inherent orange benefits.
• New Minute Maid orange juice created by pressing the entire orange, including
the peel, thereby offering double the antioxidant content of the company’s regular
Minute Maid.
• Spain -Todo Naranja (the whole orange), is made using Coca Cola’s patented
Wholepress juice processing technology.
Vegetable fibres for meat free
The Netherlands: Meatless is based on: Wheat, Lupin, Rice
Meatless is a 100% vegetable hydrated fibre and is an excellent basic material for the
production of vegetable meatfree products. Meatless is also used worldwide to develop
tasty and healthy hybrid products containing meat or fish and vegetable raw materials.
Trend 5:
Joint Health Boosters
27
Health & Wellness: it is the big trend
Joint Health Boosters
There are millions of aging but active people throughout the world who are looking
for ways to enhance their quality of life and retain their lifestyle without joint
discomfort.
USA: Joint Juice introduced the

reformulated Joint Juice Supplement
Drink.
Mainstream enterence: Glucosamine and chondroitin
Naturally high in calcium for healthy

bones. Added glucosamine for healthy
joints. Added chondroitin for healthy
cartilage. With green tea which contains
antioxidants and vitamin D which helps
the absorption of calcium and
phosphorous, vital for maintaining strong
bones. For active people who want to stay
active. With added supplements.
Indonesia: High
calcium. Low fat. HiLo
Active is enriched with
glucosamine and
chondroitin.
Trend 6:
Staying Immune
Emerging flavor trends on immune health
Echinacea, cranberry or grape seed caused a trend in wellness or ‘feel good’
products. These ingredients are not only for a better immunity but also focus on
wellness, for example, vitality and relaxation.
Ingredients in global product launches positioned on immune health in 2008-2010
Natural prebiotic fiber inclusions
Mexico: Aguamiel de Maguey Organico Natural:
Organic Agave Cactus Sap (Juice)
Natural source of prebiotic, soluble fiber, calcium,

potassium, and vitamin C. Contains antioxidants. No
sugar added. No preservatives.
Made with tenderness in the North of Mexico. This is a

100% natural product
The agave cactus sap Villa de patos is naturally

revitalizing, rich in antioxidants, vitamins, and
minerals, and it also contains soluble prebiotic fibers.
The prebiotic fiber helps the gut flora

development, improves digestion and the
nutrients absorption, and it helps to strengthen
the immune system. The agave cactus sap Villa de
patos is sterilized through cold pasteurization unlike
hot pasteurization, this innovating process guarantees
the conservation of the flavor and of the valuable
nutritional properties of the drinks. USDA organic.
Product launches
Even though there has been more stabilization in the last 2 years, there is still a big
market and trend going on in this category. Despite the discussion on health claims
and added healthy bacteria (prebiotica/probiotica), the number of new products is still
growing.
Global number of product launches tracked with immunity claims (2006-2010)
Incl.: immune health, prebiotics, digestive/ gut health

Excl.: Products categories: Baby Food, pet food, supplements
Compelling label statements
Mexico: Nestle
Svelty Total
Digest Light
Milk
Lactose free
light milk with
special fiber to
help the
Australia: Vaalia Innergy Natural Probiotic Drink digestive
system
Helps strengthen body's natural defenses. Contains
probiotics. Nothing artificial. Gluten free. Low fat. Natural.
Low GI. With LGG. Comes in a recyclable packaging. For
healthy digestive system. Enhances immune defenses.
For energy and vitality.
35
Smoothies with immunity support claims
Regulatory hurdles may be stifling strong immunity claims for ingredients like
probiotics, but research into their immunity boosting potential is ongoing.
USA:Stonyfield Organic USA: Zola Immunity Smoothie USA: Jamba Juice Company,
Super Smoothie
A blend of Brazilian Acerola Jamba Juice Fruit and Yogurt blend
contains over 500 million active
Peach Flavor. Peach flavored Cherries, Camu Camu, and
cultures per serving, Jamba's
organic low fat yogurt drink Acai, contains loads of Probiotic Fruit and Yogurt Blends
made with probiotic cultures antioxidants, Vitamin C, and offer customers a simple, delicious
that enhances digestive and bioflavonoids for some serious way to support immune system
immune system. immune system support. functioning and digestive health.
Front of pack information/ labeling is getting more important because
of lack of knowledge by consumer
Governments and institutions are working first to improve consumer awareness
with clear/ understandable ‘on pack' information. On the other side, the companies
are using their own symbols that explain the product’s benefits.
Trend 7:
Alternative Protein Sources
38
Manufacturers look at alternative proteins
Manufacturers look to incorporate alternative proteins to fill the gap.
Pea protein – functions as an

alternative to soy in some
applications
USA (2010), Contains pea protein
Innovations in meat added with alternative proteins
Meat manufacturers are combining meat with other protein sources to boost the
health and sustainability image of their product
- 30% less fatt

- 30 % less cholesterol
- For a balanced diet
- Made with addition of

wheat proteins
Germany: Vion Hackplus
A revolutionary minced meat product containing additional high quality vegetable protein. The
combination of animal and vegetable protein in this form is promoted as an absolute innovation in the
self-service meat segment. A totally new minced meat product has been created, containing 30%
less fat and cholesterol but with exactly the same appearance, taste and preparation characteristics
as conventional products.
Trend 8:
Healthy Mind, Healthy Body
Managing lack of energy and brighten the mood
Products to boost the mood are on the rise, with ingredients like omega 3, gingko
biloba, GABA and St. John’s Wort, marketed from this regard. Products promoted to
benefit relaxation or sleep, through the use of ingredients such as melatonin and
valerian root, are still on trend.
Energy Boosting
Helps in relaxing and

calming Helps regular the sleep
Reboot Your Body
Guarana berries carry properties similar to caffeine that gives an energy boost
while helping increase mental alertness.
Additionally, blueberries contain a lot of amino acids that help protect the body
against the damaging effects of free radicals and chronic diseases.
The Netherlands: USA:

V-Drink: the afternoon Rebootizer: the ultimate copa
wake-up call (the anti- hangover
Shaker)
V’s energy hit stimulates
your mental and physical Rebootizer is an alcohol-free
energy and provides you digestive drink made of
with the ammunition and 100% natural plant and
enthusiasm to put a spin fruit extracts (ricolice,
on your every day. With dandelion, melissa,
Guarana berries and B artichoke, lemon,
vitamins. blueberry) that helps
quickly break down toxins
in the body resulting from
eating or drinking.
Trend 9:
Fibre Triumphs on Gut Feeling
High in fibre
Simple and easily understood “high fibre” claims are welcome.
Brazil: Danone
Densia
Fermented
Skimmed Milk
Drink with Oats
Canada: Delicious toasted wholegrain cereal

squares with mixed berry flavored crunchy granola
clusters. The cereal is low in fat, saturated fat and
sodium. It contains 40% of the recommended daily
fiber per 54g serving. It's trans fat free, very high in
fiber and a source of 8 essential nutrients.
Well-Established Gluten Free Products
Gluten free launches are rapidly increasing in recent days where the
prevalence of gluten intolerant are increasing.
Australia: Back to
Nature Waffle Bitez
Crispy Corn & Maple
Flavoured Cereal.
Gluten free. Wheat
free. 99% fat free. No
preservatives. No
artificial colorings or
flavorings.
Brazil: Delicias de
Sao Conrado Pan
de Queso: Cheese
Bread. Gluten free
Rising Ancient Grain Launches
Innovative recent launches indicate a strong future for fiber.
Ancient grains find applications in products marketed
Argentina: Ten
individually wrapped
wafers filled with
nougat and peanuts, in
a 250g plastic bag.
Contains gluten,
durum wheat, peanuts,
and soybean.
United States: Nature's Path Organic

Heritage Whole Grains Cereal. Organic
heritage wholegrain cereal with Kamut
khorasan wheat, wheat, oats, spelt,
barley, millet, and quinoa. Ancient grain
cereal..
Trend 10:
Out of the Box Weight Loss
Increase in product launches with weight management
claims
There is a steady
growth in the
launch of products
with a weight
management claim.
The highest activity
occurring in the
first part of the year
– the time of year
that coincides with
New Year’s
resolution.
Calorie control
The 100 calorie snack trend was by no means a fad; there are still many products
being launched along these lines, particularly in the USA.
Increasing metabolism for weight management
Only 20% of products with weight

management claims containing
metabolism enhancing
ingredients actually claim that
they enhance metabolism
Ingredients driving metabolism claims
USA: Nutra-Trim Berry Gum,
weight management chewing
gum with green tea, L-carnitine,
and chromium. Increases
metabolism and helps control
Hungary: Nestea Enviga, cravings.
Still calorie burner green

iced tea with forest fruit
flavor. Helps to speed up
the metabolism. It is
refreshing sparkling
green tea that
invigorates the
metabolism to gently
increase calorie burning.
Japan: Asahi Soft Drinks/Shiseido
Pharmaceuticals launched a new product
featuring the ingredient citrulline.
Citrulline works as an antioxidant,
reduces the build-up of ammonia in the
bloodstream, dilates blood vessels, it
prevents muscle fatigue and it boosts
metabolism.
Satiety for weight management
Excludes Pet Food & Supplements
Ingredients driving satiety claims
USA: FABULESS:
Eating Right Uniting
Flavor & Nutrition
Appetite Control
Peach Passion
Smoothie. Contains
a natural food
ingredient
(Fabuless) that may
help to reduce food
intake.
Bulgaria: INULIN: Alpi

Slimbo Sugar Free
Toffees with Inulin.
Contains inulin that USA: FIBER+PROTEIN: UK: PINNOTHIN: Ador Dark
stimulates metabolism Crystal Light On the Go Chocolate & Mint Bar with
and has a favorable Hunger Satisfaction PinnoThin. A bar of finest
effect on the intestinal Natural Strawberry Swiss dark chocolate with
microflora, naturally Banana Drink Mix. With mint and the natural
decreases the sense 5g fiber and 3g protein ingredient PinnoThin which
of hunger. to help satisfy hunger. keeps you feeling fuller for
longer.
Glucomannan in Snacks for Satiety
Spain: Launched in (2008): Special

Line Snacks
Claim: Special Line, satisfying

snacks. With a high fibre content
Ingredient extract: dietary fiber

(11.3%) (oligofructose, orange fiber,
fiber, pea fiber, glucomannan)

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www.innovadatabase.

Innova Market Insights

 Trend 1: “Proven” the new buzzword

Danone Danacol Low Fat Fermented Milk

Scientifically Activated Charcoal Folate Pectins

proven ALA Glucomannan Phosphorus

Animal protein Guar Gum Plant Sterol/Stanol

beta carotene HPMC Polyphenols - Olive

Beta Glucan Iodine Potassium

Betaine Iron Protein

Biotin Lactase Enzyme Resistant Starch

Caffeine Lactulose Riboflavin

Calcium L-arginine Selenium

Calcium & Vitamin D Linolenic acid Thiamine

Carbamide Live yoghurt culture Vitamin A

Chloride Magnesium Vitamin B12

Choline Manganese Vitamin B6

Chromium Melatonin Vitamin C

Copper Molybdenum Vitamin D

DHA MUFA/PUFA Vitamin E

DHA & ARA Niacin Walnuts

Crunchy wholegrain cereals with nuts, Water Soluble Tomato

– Unilever: linking diet &

– Nestle: targeting food +

Fruitflow helps maintain a healthy cardiovascular system by

0% trans fat. 25% less sodium. 70%

Odwalla Wellness Fruit Juice Drink Blend with

Sainsbury’s Freefrom range The Netherlands: Billy's Farm Organic Multi-grain

France: Herta Allumettes Fumees Au Bois

25% less salt premium smoked bacon

Celestial Seasonings Sleepytime

The Relaxing Tea is a delectable tribute UK: Twinings A

IFE London 2011: Ayurvedic Young

UK: Unearthed Chorizo in Mojo

Canada: Prime seasoned chicken

The Netherlands: Meatless is based on: Wheat, Lupin, Rice

USA: Joint Juice introduced the

Naturally high in calcium for healthy

Ingredients in global product launches positioned on immune health in 2008-2010

Natural source of prebiotic, soluble fiber, calcium,

Made with tenderness in the North of Mexico. This is a

The agave cactus sap Villa de patos is naturally

The prebiotic fiber helps the gut flora

Incl.: immune health, prebiotics, digestive/ gut health

Pea protein – functions as an

USA (2010), Contains pea protein

- 30% less fatt

- Made with addition of

Germany: Vion Hackplus

Helps in relaxing and

The Netherlands: USA:

Canada: Delicious toasted wholegrain cereal

United States: Nature's Path Organic

Only 20% of products with weight

Still calorie burner green

Excludes Pet Food & Supplements

Bulgaria: INULIN: Alpi

Spain: Launched in (2008): Special

Claim: Special Line, satisfying

Ingredient extract: dietary fiber

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Trend 1: “Proven” the new buzzword